Melbourne Cup - Nine for Brands

The carnival of dreams

An iconic Aussie tradition

In 2026, Melbourne Cup Carnival is more than a horse race - it is a national celebration filled with fashion, entertainment, food & culture.

With 165 years of heritage, this iconic Aussie tradition gives brands an unrivalled opportunity to reach more audiences than ever before, backed by Nine's stable of premium content.

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Our audience

Nationwide reach

The 2025 Melbourne Cup Carnival was the highest-reaching FTA broadcast of the Melbourne Cup of all time. With the potential to reach 83% of Aussies through Nine's unified content ecosystem, brands have the opportunity to tap into a cultural week of events with profound national significance.

Reach 5.7M Aussies

Where racing fans connect with us

Source: TV MAP VOZ Program Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], ‘Melbourne Cup Carnival,’ 1/11/2025 - 8/11/2025, Nine Content, National, Total TV, Cumulative Reach (000s), Demos as above, When Watched
Source: Roy Morgan Research; People 14+ for the 12 months ending March 2026. AGE, SMH, WWOS = SMH + AGE (Print + Digital) or nine.com.au Wide World of Sport *Regularly/Occasionally watched

Melbourne Cup Carnival

A week-long festival of racing awaits

From Victoria Derby Day to Melbourne Cup Day, Ladies Day and Champions Day, our 360-degree coverage brings every thrilling moment to racing fans, all week long.

Victoria Derby Day, October 31st, 2026

Melbourne Cup Day, November 3rd, 2026

Oaks Day, November 5th, 2026

Champions Stakes Day, November 7th, 2026

A total media platform

Spark your next success story

Discover how you can unlock unmissable impact, across our total media platforms.

Big ideas, for even bigger results

Check out how our partners have leveraged big event sport to grow their business

Big ideas start here

AO X Haier

Learn how Haier, the world's no.1 appliance brand, partnered with Nine to grow brand awareness in Australia during the Australian Open. Despite global success, 50% of Aussies were unaware of Haier's product range. The goal was to build familiarity, increase brand perception and establish trust to elevate their Australian game.

The result?

+60% increase in top of mind awareness
+50% found the partnership meaningful
+23% increase in consideration

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AO X Ralph Lauren

Learn how Ralph Lauren cemented their authority in sport dressing within the Australian market through the premium environment of the Australian Open.

The result?

+800K impressions, overdelivering on expectations
0.09% CTR, outperforming industry average

Learn More